{"id":58063,"date":"2019-01-30T00:00:00","date_gmt":"2019-01-29T22:00:00","guid":{"rendered":"https:\/\/richardvanhooijdonk.com\/blog\/microtrends-can-decide-who-wins-or-loses-in-business\/"},"modified":"2021-07-11T16:11:39","modified_gmt":"2021-07-11T14:11:39","slug":"microtrends-can-decide-who-wins-or-loses-in-business","status":"publish","type":"post","link":"https:\/\/blog.richardvanhooijdonk.com\/en\/microtrends-can-decide-who-wins-or-loses-in-business\/","title":{"rendered":"Microtrends can decide who wins or loses in business"},"content":{"rendered":"<ul class=\"bold-list\">\n<li>Microtrend spotting 101: how to tell a fad from a microtrend<\/li>\n<li>Is discovering microtrends more than just a hunch?<\/li>\n<li>The power of social media<\/li>\n<li>Why you can\u2019t and shouldn\u2019t ignore microtrends<\/li>\n<\/ul>\n<p>The eyes of the world are set on long-term <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/which-hypes-or-trends-matter-and-why-your-company-should-know-the-difference\/\">trends<\/a>. Governments and companies focus on problems such as climate change, population growth, and the depletion of natural resources. People work tirelessly to find solutions and prepare for the future. And while this approach is sensible, it\u2019s not without perils. It makes politicians and entrepreneurs unaware of critical small-scale events. And once they do become aware, it\u2019s already too late to adapt.<\/p>\n<p>The author Mark Penn <a href=\"https:\/\/www.realclearpolitics.com\/articles\/2018\/07\/17\/the_macro_power_of_microtrends__137538.html\" rel=\"follow\">defines<\/a> those events as microtrends, \u201cthe under-the-radar trends that may involve only 1 percent or so of the population and yet they can have outsized influence\u201d. And once microtrends become mainstream, changes in the business landscape occur, small startups grow into big <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/how-to-compete-with-corporate-giants-and-win\/\">corporations<\/a>, and innovative products hit the market. But differentiating between a fad and a microtrend can make all the difference. Inability to do so can be detrimental for big and small businesses alike. To avoid this, microtrend spotting is essential.<\/p>\n<h2>Microtrend spotting 101: how to tell a fad from a microtrend<\/h2>\n<p>For instance, little did we know that something that started as a local university social network would evolve into the social media behemoth it is today. We\u2019re talking about Facebook, of course. This giant was once <a href=\"https:\/\/globaltrendspotter.wordpress.com\/2017\/03\/24\/categorizing-trends-what-are-the-different-types-of-trends\/\">considered<\/a> a microtrend because of its limited influence and small number of users. However, over time, Zuckerberg\u2019s empire grew and positioned social media as a key part of our lives. Investors and companies that noticed the power of this microtrend on time used it to their advantage.<\/p>\n<figure id=\"attachment_2370\" aria-describedby=\"caption-attachment-2370\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-2370 size-full\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/05\/microtrend.jpg\" alt=\"A close-up of a smartphone screen with icons of apps such as Facebook, Snapchat, Instagram, and YouTube\" width=\"800\" height=\"450\"><figcaption id=\"caption-attachment-2370\" class=\"wp-caption-text\">Savvy entrepreneurs know that spotting microtrends means the difference between success and failure.<\/figcaption><\/figure>\n<p>But unlike microtrends that last up to five years before becoming mainstream and can change the way we live, a fad comes and goes, usually having no long-lasting impact. It\u2019s a sudden rise in the popularity of certain products, usually in niches such as clothing, diets, or exercise. That\u2019s why it\u2019s important to be able to differentiate between fads and microtrends.<\/p>\n<p>Take, for example, the rise in the popularity of veganism. Most people probably let it slip under the radar, thinking it\u2019s just another fad that won\u2019t last longer than a season. But they couldn\u2019t have been more wrong. In fact, \u201cthe global meat substitutes market is expected to garner a revenue of $5.2 billion by 2020,\u201d <em>Forbes<\/em> <a href=\"https:\/\/www.forbes.com\/sites\/katrinafox\/2017\/12\/27\/heres-why-you-should-turn-your-business-vegan-in-2018\/#191f7cfc2144\">reports<\/a>. So, it\u2019s safe to say that companies that first noticed this microtrend profited handsomely. Penn <a href=\"https:\/\/www.realclearpolitics.com\/articles\/2018\/07\/17\/the_macro_power_of_microtrends__137538.html\">explains<\/a>, \u201cPeople said they would never use a cellphone until there it was, and people today can\u2019t live without their smartphones\u201d. With this in mind, savvy entrepreneurs know that spotting microtrends means the difference between success and failure.<\/p>\n<h2>Is discovering &nbsp;microtrends more than just a hunch?<\/h2>\n<p>Small trends can reveal the future and lead to fortune. Nobody knows this better than large corporations that use different tactics to discover hidden trends. For example, the German car maker BMW recruits scouts from Silicon Valley, Europe, and Japan to report every relevant trend. Their analyses are then stored in BMW\u2019s database and distributed to managers to guide their decision-making process.<\/p>\n<p><iframe title=\"Micro Trends Explainer\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/NycsKs8PqtA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>The food giant Campbell\u2019s Soup Company is using a different tactic. A special <a href=\"https:\/\/www.forbes.com\/sites\/lisabodell\/2018\/07\/31\/how-to-trendspot-like-a-pro\/#23b6077437ce\">team<\/a> at this company \u201cgathers and analyzes micro-trends observed through vendor partners, magazines, cookbooks, blogs, specialty food shops and groceries, fine-dining restaurants, quick-service operations, as well as cultural influences across the globe\u201d. It uses this data to produce an annual trend report that guides the company in developing new products.<\/p>\n<p>And finally, some of the most profitable microtrends were discovered at universities. For instance, the famous sports drink Gatorade, owned by PepsiCo, was invented at the University of Florida back in the 1960s. It now rules the sports drink market that it originally created. But in many cases, you don\u2019t need a large budget and an army of experts to discover microtrends. You really only need a social media account.<\/p>\n<h2>The power of social media<\/h2>\n<p>Back in 2012, veganism and Instagram started their intertwined journey to mass adoption. Six years later, Instagram <a href=\"https:\/\/www.independent.co.uk\/life-style\/food-and-drink\/veganism-rise-uk-why-instagram-mainstream-plant-based-diet-vegans-popularity-a8296426.html\">has<\/a> more than 800 million users with 57 million \u2018#vegan\u2019 posts. On top of that, millions of people across the world now identify as vegans. Fuelled by social media, veganism grew from a microtrend to the mainstream, creating a lucrative market. Some companies noticed the trend and profited, but most didn\u2019t. They now have to catch up to others and fight for their share of the market.<\/p>\n<figure id=\"attachment_3019\" aria-describedby=\"caption-attachment-3019\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-3019 size-full\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/05\/The-power-of-social-media.jpg\" alt=\"A group of 3D cubes covered with logos of tech companies like Facebook, Snapchat, Instagram, and many others\" width=\"800\" height=\"526\"><figcaption id=\"caption-attachment-3019\" class=\"wp-caption-text\">Fuelled by social media, veganism grew from a microtrend to the mainstream, creating a lucrative market.<\/figcaption><\/figure>\n<p>L\u2019Or\u00e9al doesn\u2019t want to be a laggard, but rather a leader in innovation. To achieve that, the company mines social media to discover microtrends. Dr Anupama Wagh Koppar, the innovation director at L\u2019Or\u00e9al, <a href=\"https:\/\/www.warc.com\/newsandopinion\/news\/loreal_mines_social_microtrends_for_innovation\/39538\">explains<\/a> that it\u2019s all \u201cabout sniffing out and catching these little behaviours and little insights which can then become big\u201d. By analysing 5.2 million social media posts from users in India, Indonesia, and Thailand, the company <a href=\"https:\/\/www.warc.com\/newsandopinion\/news\/loreal_mines_social_microtrends_for_innovation\/39538\">discovered<\/a> 28 microtrends. Many of these will translate into new products, further cementing the market share of the French giant.<\/p>\n<h2>Why you can\u2019t and shouldn\u2019t ignore microtrends<\/h2>\n<p>Microtrends such as these and many others often fly below the radar, and companies usually notice them only when they become mainstream. But for those that recognise them early enough, they can be extremely profitable. Microtrends can decide who wins or loses in business, and ignoring them isn\u2019t an option. Those that want to stay on top of emerging microtrends need to hone their microtrend-spotting skills, keep an eye on social media, and essentially, listen to what consumers are saying &#8211; or lose out.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Microtrend spotting 101: how to tell a fad from a microtrend Is discovering microtrends more than just a hunch? The power of social media Why you can\u2019t and shouldn\u2019t ignore microtrends The eyes of the world are set on long-term trends. Governments and companies focus on problems such as climate change, population growth, and the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":51275,"parent":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2877],"tags":[4589,4497,4622],"article-type":[],"trends":[5472],"class_list":["post-58063","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","tag-business-en-2","tag-microtrends","tag-social-media-en-2","trends-big-data-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Microtrends can decide who wins or loses in business - Richard van Hooijdonk Blog<\/title>\n<meta name=\"description\" content=\"Microtrends can 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